Apple made a habit of disrupting itself. The iPhone, for instance, had lots of the features of the iconic iPod, thus rendering the music device obsolete.
Jobs was able to see that that cannibalism was a necessary part of growth, thanks to the “Innovator’s Dilemma” by legendary Harvard Business School professor Clay Christensen.
The book posits that companies get ruined by their own success, staying committed to a product even after technology (and customers) move on, like Blockbuster did with physical movie rentals.
Jobs made it clear that the same thing wouldn’t happen to Apple, as he said in his explanation of why it needed to embrace cloud computing:
It’s important that we make this transformation, because of what Clayton Christensen calls “the innovator’s dilemma,” where people who invent something are usually the last ones to see past it, and we certainly don’t want to be left behind.